Penguin 2.0 is a lot “deeper” algorithmic update with enlarged focus on flushing out sites that were benefited from link spam. Penguin 2.0 is particularly focusing on back link patterns, anchor text uses and manipulative link building tactics which can misguide the end users. Already the Penguin update of 2013 has scared many small or local business owners as they get baffled about what to infer from its huge impact on local search results.
An unforeseen Boost to Local Results
Penguin 2.0 brings good news for local business. With the onset of the Penguin 2.0 update, some huge changes were observed as to how Google treats local search and results. Trevin Shirey was first to notice that Google seems to have been integrating large numbers of localized results into organic searches for broad search queries like “coffee”. It is also seen that usual places listings may not even show up.
Guest Blogging
Guest Blogging is one of the most influential and beneficial link building techniques in play at the moment. Local businesses consider guest blogging as a highly valuable asset as it makes their brand and content more noticeable. Guest blogging allows contextual links back to your website which boosts authority and local natural search rankings especially when the websites and blogs have geo-local presence.
Make a Page for Each Location
If your business has multiple locations, then you need to make sure that a separate page is chosen to each location in order to optimize your chances of ranking higher in local search results. All such pages must include pertinent information about store and services offered in that local area, in addition to the contact details and address. This is applies to any location where there is a physical attendance.
Google+ Local Reviews:
Google is giving more and more significance to social signals like online customer reviews to confirm business’s relevance and location. Organic search engine position is becoming more natural by heeding what your customers have to say about your association rather than what you have to say; reflecting the real world action.
The best way to ask for reviews is to shoot out personalized emails to your customers asking them to write reviews on your Google+ Local page.
Use review Rich scraps Markup
Adding rich scraps is another great idea for improving the presentation and visibility of your web pages in the search results. One way of doing this is by adding structured markup to your review data to make known search engines with the nature of content and helping them to associate it with your business
Optimize Your Google+ Local Page
Google+ Local listings offer local small businesses a huge chance to claim a prime visibility site on the local SERPs. The Google+ Local listings displayed in the search results have noticeably increased and with that, local businesses cannot take the risk of ignoring Google+ Local as a part of their SEO campaign.
Apply For Google Authorship
In the recent video by Matt Cutts, you can obviously understand how it helps Google to understand the credibility of the individual who has posted a piece of content, by using the rel=”author” structured data. This really helps Google in identifying a spammer from an author with a lot of authority and credibility.
Local is Mobile
If you want the mobile visitors to find your business and want them to be changed as your patrons, make sure you have a mobile version of your site. Studies show that 40% of the customers shift to your competitors to do business if they are not happy with the mobile knowledge of your website. Along with mobile version of the website, consistent local SEO strategy is also important for the mobile website.
Local Content Marketing
There are many platforms offered such as search engines, mobile and social media, through which small businesses can leverage content marketing. The method here is to first research what your target audience is seeking and then provide them with relevant info through blog posts, articles, news and info graphics.
Local Video Marketing
It is confusing to know that video marketing is still an unnoticed marketing strategy for local businesses. Video can prove to be a commanding tool for local SEO campaigns. Video gives you a rare chance to interact with your customers and allow them to know your business better and be relaxed with you. You can either upload your video on YouTube or directly on your website.
Here are the benefits and limitations of both.
YouTube
As Google owns YouTube, well optimized videos will have an excellent chance to rank further than other websites on the Google search results.
You need to create a YouTube channel for your business to start uploading your videos. Make sure you have optimized your videos to provide local value, before they go public. This involves adding suitable tile to the video for targeted keywords, adding Citation details (NAP) and a link back to your landing page in video report without fail. Furthermore, video allows mobile users to call your company directly from the SERPs.
Self Hosted Videos
There is nothing wrong with YouTube, but it will put you in competition with manually. On the other hand, self hosted videos on your website will give you opportunity to use rich-snippets for video and your video will get a sample in SERPs that link to your website. This will also increase click through rates, user engagement and visitors will linger on your page a little bit longer.
Here is how you can show your video sample in search engines.
1. You can host video on your own server
2. mix video into your landing page
3. Mark up correctly with rich scraps
4. Use HTML5 supported video player
5. Submit a video sitemap in Google webmasters tools
Blog for Business
Most local businesses are not using blogs to fuel their Local SEO and sales efforts. It is probable that they might not know how to work its magic for their business and this may lead them to suspicious the ability of the blogs. The smart local businesses can turn to guest blogs to outperform their competitors.
Local PR
Press releases are the most efficient way of getting higher ranks in local news searches; they also bring consciousness and create a local buzz. Consider creating and distributing press releases if you have something news valuable. Examples include special local events, community involvement, launch of new product and other significant accomplishments.
Social Media
It is apparent now that social signals play a vital role in influencing the ranks of local search queries. In order to get the social signals you need, make sure you’re taking benefit of ocial media sites like Google+, Facebook, Twitter, LinkedIn, YouTube, Foursquare and Pinterest.
Social media is not just about getting an improvement in SEO ranking. It gives you and chance to connect with your present and potential customers and it allows you to be found in addition to strengthening your brand awareness. Immense opportunities will be available to create dealings and leverage them into relations. Your fans, followers and friends will spread a word-of-mouth publicity to pull more business in fast.
Cleaning Up Your Link Profile
I also suggest creating back link reports using multiple tools like ahrefs, Majestic and Google’s Webmaster Tools on frequently basis. You can give the status (Good, Not Sure, Bad) to each back link to make sure that you are not removing any good links or leaving out any bad ones. You can contact publishers and ask them to take your link down. You should use Google’s Disavow Tool to disavow any links that haven’t been removed after various contact attempts.
The following are list of practices which you should Avoid OR Pay Attention to get hit in the post penguin 2.0 era.
Stuff You Should Avoid
• Paid Links
• Article Marketing Spam
• Link exchanges
• Keyword Stuffing
• Forum Profiles Spam
• Over Optimization
• Unnatural Links
• Duplicate Content
Stuff You Should Pay Attention to
• Produce Quality Content
• Brand Mentions
• Social Media Signals
• Google Authorship
• Author Rank
• Local Listings
• Content Marketing
• Follow Webmaster Guidelines
• Diverse Anchor Text
• Remove Links with No Value
No comments:
Post a Comment